Open any cabinet in any home, and you’ll find a box of ARM & HAMMER Baking Soda inside. Over 170+ years, it’s grown into a house of brands, trusted by generations.

The challenge: Launch a site that would appeal to a new audience and their needs — one that celebrates hundreds of products in dozens of subcategories, yet also delivers the valuable, helpful how-to content consumers crave. While another agency took over the account (and the look of the site) the content I created remains the same. See it live.

Role: Creative Director, Content, Copy